Chadwick Martin Bailey and IDG’s InfoWorld Media Group Release Results of Linux Vendor Brand Positioning Survey

BOSTON, MA – February 15, 2005 – The Boston-based market research firm of Chadwick Martin Bailey and InfoWorld Media Group, the leading provider of comprehensive technology intelligence, today announced the results of a joint study on vendor brand positioning for Linux software, services, and servers. The survey, "Linux and the Brands That Deliver," was conducted online between Jan. 16 and Feb. 3, 2005, and identifies critical brand success factors, Linux vendor category leaders, as well current and future Linux adoption trends.

The research revealed that the most important criteria for selecting Linux products, services, or software are reliability, security, and performance. From a selected group of vendors including Sun Microsystems, Novell, Red Hat, and NEC, among others, respondents stated the brand that is currently best positioned to deliver on the greatest number of the critical decision criteria is IBM.

"As Linux continues to be adopted by organizations of all sizes, vendors will increasingly need to know how they can gain an edge over the competition and ensure that their products and services are effectively reaching prospects and customers," said Bruce Stephen, vice president and technology practice leader at Chadwick Martin Bailey. "Brand research provides companies with valuable insight into the priorities, perceptions, knowledge, and experiences of IT decision-makers, and ensures that Linux vendors can better attract, retain, and grow their customer bases."

Other key findings of the survey include:

— Based on awareness and favorability in the Linux server category, respondents ranked IBM as the leading brand, followed by HP and Dell.

— In the Linux software and services categories, Red Hat ranked highest in awareness and favorability, followed in both instances by IBM and SUSE.

— Seventy-five percent of current Linux users are satisfied, and 85 percent of this group are Linux advocates (i.e. will recommend Linux to others).

— Despite high levels of satisfaction among current Linux users, barriers to greater adoption of the technology from planned users and non-users include use of products that don't support Linux, lack of available applications, and a shortage of qualified internal support.

"Marketing strategy and brand positioning are essential for technology companies of all sizes," said Kevin McKean, InfoWorld CEO and editorial director. "Linux has become a major market force, and we wanted to take a look at the vendors that are leading this charge and why."

For the study, Chadwick Martin Bailey and InfoWorld Media Group surveyed a population of 483 InfoWorld subscribers including CTOs, CEOs, IT managers, system analysts, and IT consultants. Respondents reflect a small- to midsize (SMB) business focus, with more than 50 percent working at companies with fewer than 500 employees.

For more information on this research study please contact Bruce Stephen at 617-350-8922.

About InfoWorld Media Group

For 25 years, InfoWorld Media Group has provided cutting-edge coverage and evaluation of IT products and services for technology experts in senior management. Through integrated channels including print, online, events, and demand generation, InfoWorld reaches the most influential senior-level information technologists — those who drive their enterprises' strategies and technology purchases. Powered by a continued investment in an independent Test Center, InfoWorld analysts and editors provide both hands-on analysis and evaluation, as well as expert commentary on issues surrounding emerging technologies and products. Visit InfoWorld at

About IDG

InfoWorld Media Group is a division of IDG, the world's leading technology media, research, and event company. IDG publishes more than 300 magazines and newspapers and offers online users the largest network of technology-specific sites around the world through (, which comprises more than 300 targeted Web sites in 70 countries. IDG is also a leading producer of 168 computer-related expositions worldwide, and provides IT market analysis through 51 offices in 43 countries worldwide. Company information is available at

About Chadwick Martin Bailey

Founded in 1984 by John Martin and Anne Bailey Berman, Chadwick Martin Bailey conducts market research for some of the world's largest companies in more than 30 countries. With corporate offices in Boston, Massachusetts, Chadwick Martin Bailey's team-based approach ensures that it applies the right combination of people and expertise to each business challenge or opportunity it faces. Whether it be marketing ROI, product development, or enhanced customer satisfaction, all of Chadwick Martin Bailey's custom research approaches have a singular focus: to bring clarity to what clients can do to get, keep, and grow customers. For more information please visit

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